It was an outstanding year for Cossette at the D&AD Awards, with the agency taking home four of the coveted Pencil Awards, including Canada’s only Yellow Pencil at this year’s show. This is only the ninth Yellow Pencil for Canada in the past 18 years.
“We are absolutely thrilled with this news,” said Daniel Shearer, Executive Vice‑President and General Manager at Cossette. “D&AD Awards are notoriously hard to win and, alongside our incredible clients, we’re honoured to have been recognized amongst the world’s best.”
Cossette was awarded for its work with SickKids and Easy:
D&AD celebrates outstanding work in the design and advertising industry each year with its international creative awards. D&AD Pencils are recognized around the world as symbols of the very highest creative achievement.
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With the launch of the Beauty Gifter, the first in a series of beauty services using the Facebook Messenger platform, L’Oréal harnesses the power of conversational marketing and artificial intelligence.
L’Oréal, in partnership with Cossette and Automat—a leader in the field of artificial intelligence—has developed an intelligent beauty products discovery and transaction bot. The service helps users find the right beauty gift based on a series of contextualized questions that define their giftee’s beauty profile, and determine which L’Oréal brands and products suits the user’s budget. “This first concept allows the smart bot to learn and evolve in order to create other services, such as beauty consultations,” said Martin Aubut, head of digital at L’Oréal Canada.
“We’re proud to be taking this first step into the world of conversational commerce and artificial intelligence. The consumer experience is our chief focus, and we’re confident that this product will respond to our customers’ expectations,” added Stéphane Bérubé, CMO of L’Oréal Canada. The company was recently recognized as a pioneer in the field of conversational commerce at the unveiling of the service during Facebook’s annual developer conference,
“In our work as technologists and conversational marketing specialists, we’re inspired by L’Oréal’s attentiveness to its customers and ongoing quest for innovation, be it in terms of beauty or digital products,explained AndyMauro, CEO of Automat.
Cossette created Beauty Gifter’s visual identity, taking design cues from the Facebook Messenger platform. With a current emphasis on Mother’s Day, the Beauty Gifter will be adapted to various special occasions throughout the year. It’s available across Canada, but only in English for the time being.
“We find conversational marketing extremely interesting, as it represents the natural evolution of products we already offer. We’re therefore delighted to have had the chance to collaborate with Automat and L’Oréal, who constantly pushes us to innovate,”explained Malik Yacoubi, head of digital development and strategy at Cossette.
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Beauty Gifter by L’Oréal
By Alexis Pinard, strategic planner
Following the content marketing conference I gave with fellow Cossetter Mikaël Lebleu, several colleagues in the communications field had the same thing to say: “Alexis, digital atomization is kinda like your haircut—some rationale or explanation would be welcome.” So here it goes. I’ll shed some light on this new concept of mine and, as far as my current coif is concerned… let’s just say some things are better left unsaid (and untamed).
First of all, atomization is a concept I use to describe a phenomenon caused by two correlated factors. The surge in mobile devices and the explosion of social platforms have literally atomized (in the sense of vaporized) our actual presence and our state of presence, resulting in an unprecedented ability to now be in several places at one time.
Let’s take a hypothetical—and I mean completely hypothetical—situation. Say you’re in a meeting. It’s dragging on, and seems to be going nowhere (still hypothetically speaking, of course). Then just when you’re about to add a couple of emoticons to a Facebook conversation or send a text message… Poof! You’ve been atomized—without even lifting a finger (because technically, you typed those texts with your thumbs)!
Your now fragmented presence illustrates a phenomenon described in quantum physics—the superposition of quantum states. The best-known example is that of the cat-in-the-box thought experiment devised by Austrian physicist Edwin Schrödinger. This involved a cat, a box and a mechanism that snuffed out poor Whiskers, two times out of four. Based on the principle that it is absolutely impossible to know what’s going on inside the box, Schrödinger wanted to demonstrate that the cat had to be considered both dead and alive. It revolutionized our way of thinking, by showing not only the limitations of the “Classics” realm, but by simply pointing out at the many aberrations and oddities caused by the functional failure of determinism.
It’s no accident that I used the quantum physics analogy. On the contrary, I chose it to illustrate where we are today—at the same point as Schrödingers of the world when they were discovering the conceptual and physical limits of classical physics. Like technology, all-encompassing digitalization has atomized the traditional marketing communications model and, more importantly, has allowed us to shake up the way we see things.
The Millennial mirage
Now let’s take a concrete example—good ol’ Millennials. We always need them. In fact, I asked for some for my birthday. What’s troubling is to see the amount of time, energy and resources spent trying to understand them and put them in neat little boxes.
Why? Well, according to a study by the Pew Research Center, although Millennials now surpass Baby Boomers in terms of numbers in the U.S., they are the generation that identifies the least with the label society has given them (79% for Boomers and 58% for Gen Xers, vs. 40% for Millennials). Plus, this is a growing trend driven by an astonishing rate of negative growth as well as the fact that two out of three Millennials do not identify themselves as such.
The end of gender
Digital atomization is just the tip of the iceberg—conventional determinants like age, employment, ethnicity or country of origin have gone out the window. Our previous notions of gender, both literal and figurative, have been forever transformed. All within a dynamic and volatile model where action must always be supported by a sense of awareness that is both renewed and renewable, and information gathering that is both sensitive and sensible.
So I say to you today, let’s become our own version of quantum physicists, atomic communicators. Let’s leave behind pre-conceived notions of social groupings and other so-called “normal” principles. Let’s stop thinking only in terms of persona. Instead, let’s think about what’s happening at the atomic level, about the individual—their interests, influences, passions and problems, and what makes them who they are, instead of what we want to make of them. About what they say to us, rather than what we want to say to them.
Because putting a cat in a box may seem like a funny thing to do.
But putting people in a box is no laughing matter.
Cossette took home ten Créas, including five Grand Prizes, during the 12th annual Créa Awards, celebrating Quebec creativity and talent in the advertising industry.
The agency was recognized for its work with several clients, including McDonald’s Canada and Amnesty International, who each won three awards.
“This remarkable success illustrates the agency’s creative strength and our team’s incredible hard work. We’ve had the immense privilege to work with such prestigious clients, who truly value creativity and push us to innovate with each campaign,” says Louis Duchesne, Executive Vice-President and General Manager of Cossette, Quebec.
The agency was honoured with the following awards:
The Créa Awards are an initiative by Infopresse in association with A2C (Association of Creative Communications Agencies).
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The Chevrolet Dealers of Québec are launching a brand new campaign, naming actress Mariloup Wolfe as their spokesperson in Québec. Produced by Cossette, the campaign “Chevrolet, et la scène est parfaite” stars the actress and Chevrolet vehicles in familiar movie scenarios.
Chevrolet is known around the world for its innovative, high-tech, high-performance vehicles. By partnering with a Québec spokesperson, the dealers’ association strengthened its relationship with its clients, positioning Chevrolet as a top brand in the province.
“The association wanted to work with someone who, like Chevrolet, is authentic, confident and inspirational. Chevrolet and Mariloup Wolfe are a perfect match—she’s one of Québec’s most beloved media personalities, most recently seen on popular TV shows ‘Unité 9’ and ‘30 Vies,’” says Antoine Bécotte, Chief Creative Officer at Cossette.
Mariloup’s acting career inspired Cossette to develop scenarios suggestive of Western and thriller movie genres. The actress is behind the wheel of a different Chevrolet vehicle in each ad, from the Volt model to the Cruze.
The campaign will appear online and TV, as well as radio and social media over the next few weeks. Through short videos shared on social media, Québec consumers will get peek behind the scenes and hear anecdotes on Mariloup’s experience with cars. “The digital content will also drive home the brand values,” added Bécotte.
Client: The Chevrolet Dealers of Québec
Production house: Morrison
Photographer: Pierre Manning
Media agency: Carat
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BANFF, AB, April 11, 2017 – Banff Centre for Arts and Creativity, the renowned postsecondary arts training institution in Alberta, Canada, has launched its first consumer focused creative campaign since unveiling a new brand identity and strategic plan in 2016. Titled Things You Can’t Unthink, the artist-driven platform articulates the unique experience of artists as part of Banff Centre’s immersive training programs. The experiences are so perception-changing that one cannot unthink them.
“Banff Centre programs offer unparalleled learning opportunities where artists are given the opportunity expand their practice and create work under the guidance of world class faculty. Like all artistic expression, these works alter perspectives, provoke conversations, and provide experiences that people remember forever,” says Banff Centre for Arts and Creativity President and CEO, Janice Price. “Just like Banff Centre, the Things You Can’t Unthink campaign is a bit groundbreaking and always curious. It stays with you.”
Developed in partnership with creative agency Cossette, Award-winning Mexican director Rodrigo Garcia Saiz, and Albertan conceptual photographer Justin Poulsen, Things You Can’t Unthink uses artist content to create a surreal world of fascinating moments through video, print, and digital executions. The campaign title is born out of a contemporary art exhibition of the same title, curated by Banff Centre’s Walter Phillips Gallery curator, Peta Rake.
The campaign consists of one launch film and three print pieces, which aim to illicit a range of emotions from intrigue to amazement, to replicate the unforgettable experience Banff Centre offers.
“Banff Centre’s artist-driven experience is what gave birth to the Things You Can’t Unthink platform. Regardless of whether the work makes you feel love, intrigue, curiosity, or magic, you’ll experience something you can’t unthink. That is the beauty of this execution,” says Jason Chaney, Chief Strategy Officer at Cossette.
“Things You Can’t Unthink is an articulation of what Banff Centre stands for and accomplishes year round through its programs,” adds Carlos Moreno, Chief Creative Officer at Cossette.
The spot will run for four weeks on TV and in cinema. Print and out-of-home ads will be in the marketplace into May.
To learn more about Banff Centre, visit banffcentre.ca
Latest installment of the SickKids VS campaign supports SickKids moms this Mother’s Day
April 10, 2017: In anticipation of Mother’s Day, SickKids Foundation has released its latest installment in the SickKids VS campaign, SickKids VS: MomStrong.
Developed by Cossette, this new spot illustrates the fierce inner strength of mothers of SickKids patients. The video features heart wrenching moments SickKids mothers often have in private, so they can keep their brave face on in front of their children.
The inspiration for this spot is that mothers are often the pillars of strength for their children but of course, they’re also human. This is especially true for SickKids mothers. Five mothers of SickKids patients are featured in the video and all of the scenarios illustrated are based on experiences with SickKids mothers.
The spot ends with a call to support SickKids moms this Mother’s Day by purchasing a gift online at getbettergifts.com.
April 5, 2017 marked the 7th annual National Hiring Day for McDonald’s Canada. In celebration of Canadian youth, its’ largest crew demographic, the quick service restaurant chain launched the “We believe in Canadian Youth” campaign.
Developed by Cossette, the integrated campaign features real McDonalds crew aged 15 – 24, who play an integral role in making McDonald’s the experience guests have come to know and love.
Showcasing 14 McDonald’s employees, the campaign highlights each individual personality allowing Canadians to “see beyond the uniform” through TV, online video and digital activations.
Pierre Delagrave, head of Cossette’s Innovation Group, has won a Hermès Career Achievement Award from Université Laval’s Faculty of Business Administration (FSA ULaval).
A member of the graduating class of 1971, Pierre Delagrave was recognized with FSA ULaval’s highest distinction during a ceremony in February. The theme “A Class Apart” set the tone for an evening celebrating the winners and their exceptional careers. Speaking to the gathered guests, Delagrave thanked his family for their continued support and his earliest accomplices—his daring associates at Cossette.
“I enjoyed my time at Cossette, where the culture is open and welcoming to anyone who wants to make a place for themselves. It’s the culture that Claude Lessard, one of the agency’s founding members, nurtured over the years. Certainly, it’s no surprise that Cossette was named agency of the year in 2016,” says Delagrave.
FSA ULaval’s dean, Michel Gendron, paid tribute to the honourees and highlighted their significant contributions. “Each of you, in your own way, has advanced your field, as well as the organizations in which you’ve invested your time. You’ve become industry leaders and agents of change within our society whose actions are worthy of admiration.”
On behalf of the entire Cossette community, Louis Duchesne, Executive Vice-President and General Manager of Cossette Québec, offered Pierre Delagrave his heartiest congratulations.
“Pierre has been a pillar of our organization for over 40 years. He has actively contributed to its evolution since the very beginning - whether by founding new divisions, such as Cossette Media, or by developing innovative products. We owe him a debt of gratitude and are very proud of this recognition,” Duchesne added.
Following a call for nominations, the Hermès Awards are given out by FSA ULaval to alumni who have promoted professions related to business administration throughout their career. A committee made up of former winners selects the honourees. Since 1977, a total of 148 Hermès Awards have been bestowed on men and women who have distinguished themselves on the national or international stage.
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Four of Cossette’s creatives won a Francopub award for their digital signage campaign “Tout s’explique” for La Presse+. The awards are given out each year for ads chosen by the Office québécois de la langue française (OQLF) based on the quality of their French and linguistic ingenuity.
Copywriters Karine Bouchard and Ben Duquette, associate creative director Richard Rochette-Villeneuve and freelance art director Dominique Audet were honoured with the Mérite Francopub - Bourse Serges-Tougas, worth $5,000, during the Gala des Mérites du français, held on March 22.
The OQLF hosts this gala to recognize people and organizations for their remarkable contributions to the promotion and use of French in the workplace, as well as in business, IT, advertising, toponymy and culture.
Cossette planning department continues to expand with new leadership arrival
Toronto, April 4, 2017: The expansion of Cossette’s planning department continues with the recent addition of Rosie Gentile as SVP Strategy, One-to-One.
“We are absolutely thrilled that Rosie has joined Cossette. As one of the premiere 1:1 strategists in the country, there's no one better to help us bring greater intimacy and relevance to the messages and experiences we create for consumers across all of our clients.” says Daniel Shearer, Cossette EVP and GM.
Gentile joins Cossette from BBDO/Proximity where she led Connections Strategy, and built a practice to include one-to-one, data and insights. She has worked with clients across a variety of industries, such as Rogers Communications Inc., Mercedes-Benz Canada, FedEx Canada, OLG, Royal Bank of Canada and Visa Canada.
“Rosie is a highly regarded leader at leveraging data to connect brands with consumers in meaningful and powerful ways” says Jason Chaney, Chief Strategy Officer. “We’re excited to have her work closely with our account, creative and media teams to further enhance our product and processes.”
Gentile will shape Cossette's evolving one-to-one vision, leading the one-to-one business with the agency’s clients.
“I’m proud to join one of Canada’s most progressive strategy teams and start connecting some of the country’s strongest brands with consumers in meaningful and powerful ways to lead our clients into the future,” adds Gentile.
Recognizing talent, potential and good old-fashioned hard work is part of what Cossette is all about. With that in mind the agency is pleased to announce its three newest vice-presidents: Chris Bergeron, Nadja Décarie and Alex Côté.
“I’m proud to count on a team of leaders with such diverse backgrounds and wide array of expertise—factors vital to providing 360° services adapted to the new challenges our clients are facing.” says Louis Duchesne, Executive Vice-President and General Manager of Cossette in Quebec, underscoring their outstanding contributions to the agency’s success and culture.
Ensuring a DNA rich in content
A key player in the growth of digital and content mandates, Chris Bergeron has been promoted to Vice-President, Experience and Content. A trained journalist, Chris was a news desk editor and creative director before making the leap to Cossette in 2014. Since then, she’s made a name for herself with her work on accounts such as Liberté, L’Oréal Paris, Casinos du Québec, and especially McDonald’s Canada, where she was instrumental in landing the agency’s latest digital mandate.
“Chris has shown us that beyond content, the digital realm forces us to redefine how to go about being creative and to better exploit the range of platforms that make up communication environments today,” explained Florence Girod, Chief Strategy Officer. “Chris is an inspiring person who, through her passionate views, has pushed experts within the agency and the entire industry to reflect and evolve.”
Rewarding excellence in account services
Nadja Décarie, who has been with Cossette since 1998, has been named Vice-President, Account Services. Nadja actively contributes to the standing of a number of clients including La Presse, Mentos, Home Depot and Saputo. Working her way up through the agency, Nadja made a name for herself with her leadership on the VIA Rail account, one of the agency’s major national clients.
“Nadja’s leadership both on large accounts and in business development makes her an invaluable asset within the agency,” added Sébastien David, Vice-President, Client Lead. “Her team spirit is legendary—Nadja is a true model of determination and commitment for her peers.”
Supporting the growth of tech mandates
Having forged a career within the agency over the past 20 years, Alex Côté has been appointed to Vice-President, CRM Technology. After completing his studies, Alex came to Cossette as a programmer-analyst and quickly became a key player within the organization. Overseeing the data and tech components for several of the agency’s major clients, Alex now also heads up the national CRM team.
“In 2016, nearly 50% of our revenue was related to digital products. Across Canada, the agency is taking on more and more of these mandates, and they’re increasingly complex,” explained Malik Yacoubi, Chief Digital Officer. “In his new role, Alex will supervise the implementation of seamless, agile processes in the various offices involved in tech mandates. We know his strong leadership will carry on admirably.”
“We believe in our leaders, and we’d like to congratulate Chris, Nadja and Alex for their exceptional contribution. We hope to continue offering growth opportunities that are worthy of their talent,” concluded Mr. Duchesne.
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March 22, 2017: The Ontario Student Assistance Program (OSAP) has just launched the “Get the monkey off your back” campaign to introduce the latest changes to the program. Under these changes, students could be eligible for free tuition or other benefits that help reduce the burden on Ontario students.
A 30 second online video, created by Cossette, laughably follows a student around with a very annoying and disruptive monkey on his back through his day at high school. Throwing food in the cafeteria, breaking equipment in the science lab and splashing paint around the art room, this mischievous monkey represents the burden tuition payments can be for students entering secondary education.
The video ends with the tagline “worried about paying for your postsecondary education? Get the monkey off your back” and leads the viewer to visit ontario.ca/osap. There students can learn more about the new program changes and funding available to help pay for a college or university education.
“When you’re worried about your tuition and how you’re going to pay for it, thinking about it can interfere with everything you try to do,” says Peter Ignazi, Chief Creative Officer at Cossette. “But the new OSAP can help lift that burden and monkey off your back.”
The video runs online and in Cineplex cinemas until April 16. OOH ads run until May 7.
Canadian Ophthalmological Society Sets Sights on New Agency Partners
Not-for-profit medical specialty organization selects sister agency partners Cossette Health and The Colony Project to lead new public awareness campaign
TORONTO, March 10, 2017 – After a competitive RFP process, Cossette Health and The Colony Project have been selected as the new agencies of record for the Canadian Ophthalmological Society (COS). The sister agencies, under the same umbrella of Vision7 International, will work closely together to develop and launch an integrated national public awareness campaign to increase consumer understanding of ophthalmology.
“As the national, recognized authority on eye and vision care in Canada, we see a growing need to educate Canadians on the different types of eye health practitioners and the unique training, education and skills of ophthalmologists,” says Rosalind O’Connell, Manager, Communications and Public Affairs,Canadian Ophthalmological Society. “Cossette Health and Colony demonstrated the creativity and strategy we’re looking for to really bring a campaign to life. We look forward to launching this project with them.”
“While other eye health practitioners can correct vision, only ophthalmologists can restore it,” says Joe Dee, managing director, Cossette Health. “Our passion and spirit for this project engendered a natural chemistry with COS, and we eagerly await being able to highlight the unique role ophthalmologists play in treating eye conditions and diseases.”
Ophthalmology as a practice is not well-understood amongst the Canadian public, except for those who have dealt with eye afflictions. There is general confusion and lack of awareness of the difference between opticians, optometrists and ophthalmologists, the latter of which are the only medical doctors and the only eye health practitioners that can perform eye surgeries. COS aims to educate Canadians about the positive difference ophthalmologists make in the lives of people they treat.
“Ophthalmology is empowering the lives of thousands of Canadians through specialized, medical treatment,” says Amanda Shuchat, managing director, The Colony Project. “We’re so invested in this project and excited about our ability to share the incredible differences ophthalmologists make in the lives of their patients.”
The campaign will launch in spring 2017 and will include a video series, media relations, influencer engagement and an innovation showcase. Cossette Health will lead the creative development with PR and influencer relations led by The Colony Project.
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About Canadian Ophthalmological Society
The Canadian Ophthalmological Society (COS) is a national not-for-profit medical specialty organization and the recognized authority on eye and vision care in Canada. As eye physicians and surgeons, COS is committed to assuring the provision of optimal eye care to all Canadians by promoting excellence in ophthalmology and by providing services to support its members in practice. COS works collaboratively with government, other national and international specialty societies, provincial partners and affiliates, and other eye care professionals and patient groups to advocate for health policy in Canada in the area of eye and vision health. COS is an affiliate of the Canadian Medical Association and an Accredited Provider of Continuing Professional Development, as recognized by the Royal College of Physicians and Surgeons of Canada.
About Cossette Health
Cossette Health is the digital healthcare practice within Cossette – Canada's leading marketing and communications agency. Cossette Health provides integrated communications and digital services to the health industry, while collaborating on and working with new ventures. Cossette Health has domain expertise in healthcare, strategic know-how, and product development capabilities. For more information, visit www.cossettehealth.com.
About The Colony Project
The Colony Project is a national, earned-first agency built to uncover deep insights, smash boundaries and deliver meaningful results. Established in January 2016, The Colony Project is part of the Vision7 group of companies including renowned Canadian marketing and media agencies Cossette, Jungle Media and The Camps Collective. The Colony Project is headquartered in Toronto and has an office in Montreal, offering coverage and bilingual services from coast to coast. For more information, visit www.colonyproject.com.
Rachel Lehman, The Colony Project
In collaboration with Cossette, Children of the Street Society launched its latest campaign to kick-off the “Stop Sexual Exploitation of Children and Youth Awareness Week” in British Columbia.Titled “Uncertain Terms”, the awareness initiative highlights the tactics that online predators use to exploit youth.
With the insight that sexual exploitation is growing as social media sharing has become more accessible to today’s youth, the campaign informs the public that you don’t always know the terms and conditions when sending a compromising photo. Unlike providing private information like credit card numbers to online retailers, sending an intimate photo doesn’t come with terms and conditions before you click “send”.
Out of home ads feature youth about to send a naked photo, with a large “terms and conditions” box to cover their bodies. These boxes provide warnings about the dangers of image sharing that youth won’t always get in real life.
A 30 second TV spot and online video show a youth trying to decide if sending a photo is a good idea, to draw attention to the dangers of online sexual exploitation.
An interactive online component was also developed for parents to help them talk to their kids about image sharing and sexual exploitation. The website allows parents to customize a contract that they can print out and sign. It includes stipulations such as “promise not judge or get mad” and “listen and support your child if something happens”.
TV and Online video will run until September 2017 and out-of-home ads will be displayed in Vancouver transit shelters for four weeks.
Montreal, March 6, 2017 – What do CAA-Québec and VIA Rail have in common? They both have people’s safety at heart when road conditions deteriorate due to the weather. Together, CAA-Québec and VIA Rail provide some reassurance to motorists in difficulty in this video produced by Cossette and Saturne 5, which echoes VIA Rail’s recent “Why don’t you take the train?” ad campaign.
“At first glance, these two companies appear to have competing interests. Yet, they are both anti-stress brands for which security is a priority, and have already been partners for several years,ˮ explained Michel-Alex Lessard, Vice-President, Strategy, at Cossette.
In the video currently making the rounds on social media, host Pierre-Yves Lord—a big fan of the train and a member of CAA-Québec—accompanies Alain, a CAA-Québec patroller, on a snow day. Together, they pamper members in need of assistance and invite them to take advantage of a 10% discount on VIA Rail.
“When we pitched the initiative to CAA-Québec and VIA Rail, they immediately loved the idea of demonstrating the importance of changing one’s winter habits when road safety is at risk,” concluded Michel-Alex.
Clients: CAA-Québec, VIA Rail Canada
Production house: Saturne 5
Director: Jean-Philippe Pariseau
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Montreal, February 28, 2017 – Rogatien is once again singing the praises of Intact Insurance in this new acquisition campaign created by Cossette. The initiative aims to promote the free Good Driving Record Protection that Intact offers to new clients for their home and car insurance.
For the third year in a row, Patrick Huard reprises his role as Rogatien, Quebec’s most famous taxi driver and Intact Insurance’s biggest fan. In the latest television spots, Rogatien redoubles his efforts to provide great service to his own clients and to those of Intact Insurance.
“Last year’s campaign was equally well received by the public, our employees, and brokers,” said Sylvain Marcoux, Director of Communications and Publicity at Intact Insurance. “Consumers want to save money, but they want good coverage as well. Thus, we’ve noticed the campaign’s positive effect on the awareness of both our brand and our offer.”
“To make the various scenarios as entertaining and engaging as they were in the past, we decided to be disruptive in terms of location,ˮ explained Antoine Bécotte, Cossette’s Chief Creative Officer.
Two of the three 30- and 60-second television spots are currently on air, with the third due out later this spring. The campaign will also appear on digital platforms.
Client: Intact Insurance
Media agency: PHD
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Cossette took home three CASSIES Awards, including gold, at the only awards show to highlight ‘Canadian Advertising Success Stories’ for results-driven campaigns.
Cossette won for its work with McDonald’s, General Mills and SickKids:
Cossette was also named on the CASSIES Effectiveness Index as one of top agencies to have had the most effective campaigns over the past three years.
At the same time, the Creative Report Card winners were announced. Jason Chaney, Chief Strategy Officer and Kevin McHugh, Strategy Director were listed as some of the top planners on the newly created ‘Planners list’.
These wins follow a year of success on the national awards show circuit – From Strategy magazine’s highly coveted Agency of the Year to top honours at the Canadian Marketing Association (CMA) gala, including Best of the Best for General Mills' Bring Back The Bees campaign.
Destination Canada has announced Cossette as one of their new agency partners who will inspire travellers to come and explore Canada.
“We are observing dramatic changes in the digital landscape and in the way consumers behave in the travel purchase journey. The global tourism market is fiercely competitive and we need to be smarter than ever about how we engage with travellers while continuing to drive Canada’s global share” said Jon Mamela, Destination Canada’s Chief Marketing Officer “Our new agencies will help us continue to build on our content-centric marketing strategy that is resulting in Canada welcoming its highest number of international travellers in over a decade”.
"Destination Canada is a dream mandate for us - thoroughly modern, looking to break new ground, and one of the most powerful brands in the world. We share a very consistent vision for how brands should go to market now and in the future and we're thrilled to be working alongside the team to bring Canada to the world" said Mélanie Dunn, CEO of Cossette.
Destination Canada’s strategic marketing agencies will be responsible for the Canada brand; content marketing & strategic planning; creative & content production; program management in specific markets and social media programs, as well as analytics/performance and consumer & market intelligence.
Montréal, February 9, 2017 – Cossette took home four awards, including a grand prize, during the 20th Grafika Awards Gala, honouring Québec’s 100 best graphic design projects of the year.
“It’s always an honour to be nominated for a Grafika,” said Antoine Bécotte, Chief Creative Officer at Cossette. “And winning a grand prize for our work with Amnesty International, an organization that defends human rights, it’s truly inspiring for our entire team.”
Cossette took home the following awards:
The Grafika Awards are organized by Infopresse in association with the Société des Designers Graphiques du Québec (SDGQ).
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